Microsoft's Yusuf Mehdi and Nancy Tellem spoke at the Dive into Media conference talking about the Xbox 360 and how the brand is no longer just about video games. Microsoft hopes the Xbox will be the the center of entertainment in every living room.
"Yes, we started with video games, but we have been on a journey to make Xbox the center of every household’s entertainment," said Yusuf Mehdi, corporate vice president of Microsoft’s Interactive Entertainment Business.
During the conference Microsoft released some sales figures for the Xbox 360. Microsoft has sold more than 76 million Xbox 360's worldwide, which is three times what the original Xbox sold. Also 24 million Kinect sensors have been sold since it launched.
The total number of Xbox LIVE members continue rise with 46 million members worldwide. This is a 15 percent increase year-over-year. There was also a 57 percent increase in the amount of hours spent using entertainment apps.
"We believe that Xbox is being used by more people in the household, during more hours in the day and for more forms of entertainment," said Yusuf Mehdi, corporate vice president of Microsoft’s Interactive Entertainment Business. "People are using Xbox in the morning to work out with the Kinect Nike+ Fitness program, kids are watching cartoons, families are enjoying movies, and of course people are playing blockbuster games like Halo 4."
Nancy Tellem is running a new Los Angeles-based studio, Xbox Entertainment Studios, which is focused on creating interactive content for the Xbox and other devices.
"When I worked in traditional TV, we would find ourselves saying things like 'Wouldn’t it be cool if we could add an interactive aspect directly into the show and engage directly with the viewers?'" said Tellem. "With Xbox, that is possible today."
"We want to partner with the industry to bring entertainment into a new era," Tellem added. "It’s an era when interactive entertainment becomes the greatest form of all entertainment – and we couldn’t be more excited to play a part in it."
Microsoft plans to launch more than 40 new TV and Entertainment apps for the Xbox that will be voice-controlled in 2013.